With the much-awaited Barclays Premier League 2014/2015 season finally kicking off in August, what better way to gear up for more great footie moves, legendary players in action and drama both on and off the pitch, than by getting up close with the coveted official BPL trophy.

Fanning the passion of fans, the trophy was brought down by the league’s official beer partner Carlsberg to launch its newest BPL consumer campaign, which is expected to strengthen the bonds of friendship as much as football fans’ love for the brew in Malaysia.

At the launch held at Publika Shopping Gallery, invited guests and the public came together to welcome the ultimate symbol of league domination before it set off on a tour to selected locations across the country.

From August 29-31, the trophy will be making stops throughout the Klang Valley, Penang and Johor on its whirlwind tour. It will be easy to spot as it moves from one location to another in a customised truck cum display platform, the Carlsberg ‘Champions Trophy Truck’.

Football fans will be able to take photos and videos with the Cup at the ‘Champions Trophy Truck’ stops, and even stand to win themselves BPL memorabilia. All consumers need to do is snap a photo of the ‘Champions Trophy Truck’ when they see it on the road, or take a ‘selfie’ with the official BPL trophy, sharing the moment with likeminded friends. Exclusive gifts and merchandise await the most creative photos and poses uploaded to Facebook and Instagram with the hashtag #CarlsbergTrophyTour.

“This BPL season, Carlsberg will focus on three things, beer, football and friendship,” said Henrik Juel Andersen, Managing Director of Carlsberg Malaysia. “Football is as much about the supporters as it is the clubs and it has been said that the sport belongs to the fans who support it week in week out. As the official beer partner of the BPL, we kick started the season by rewarding our consumers with an experience that few in the world can say they’ve had. There will be many more moments of glory and timeless friendship throughout the season and we invite our consumers to enjoy these memorable and unique Carlsberg moments with friends.”

At the launch, Carlsberg also unveiled details of its latest consumer promotion which will run from September 1 to October 31 this year. Taking its second season’s consumer promotion to the next level, Carlsberg is giving each grand prize winner the money-can’t-buy opportunity to attend the ‘Ultimate BPL Retreat’ with three of their closest friends. Hosted by four bona fide BPL legends, the retreat will see the group spending 2 days and 1 night immersed in a football experience like no other while strengthening the bond of friendship over ice-cold Carlsberg. Consumers stand a chance to win the passes when they enjoy Carlsberg Green Label at participating coffee shops, food courts, restaurants, bars and bistros or when they buy the specially packaged 6-can BPL Match Pack.

At select coffee shops, food courts and restaurants, passes for four to the ‘Ultimate BPL Retreat’ and RM388 await each of the twelve lucky consumers who find a trophy icon on the bottle cap of a large (640ml) Carlsberg Geen Label bottle. The 36 lucky consumers who discover a hop leaf icon on their bottle caps will win a limited edition Carlsberg BPL referee jersey and RM188 each while 360 limited edition, Carlsberg BPL referee jerseys will go to consumers who find a jersey icon on their bottle cap.

At select bars and bistros, consumers who spend more than RM100 on Carlsberg in a single receipt can participate in the contest by answering a simple question via text message. Participants will get the chance to draw from a pool which includes 20 grand prizes, each consisting of four passes to the ‘Ultimate BPL Retreat’ as well as 360 consolation prizes of the limited edition Carlsberg BPL referee jersey.

Also, for the duration of the consumer promotion, whenever consumers buy a specially packaged 6-can BPL Match Pack of Carlsberg Green Label from participating hypermarkets and supermarkets, they might just be lucky enough to win a golden ticket for four to the ‘Ultimate BPL Retreat’. Consumers can also look forward to testing their BPL knowledge in the pub quizzes held during viewing parties throughout the season where they will also get a chance to win passes to the ultimate retreat.

For more information on Carlsberg’s Official BPL Trophy Tour and latest consumer promotion, visit www.facebook.com/CarlsbergMY.

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Carlsberg recentlykicked off its ‘Price of Passion 2′ challenge at the Barclays Premier League (BPL) viewing party featuring the live match between two BPL giants, Liverpool and Arsenal. The winner of the contest will get to experience an exciting Carlsberg VIP BPL experience, with the chance to watch their favourite team in a live match in the United Kingdom later this season.

As the official beer of the BPL for three consecutive seasons starting with 2013/2014, Carlsberg is giving Malaysian footie fans a true taste of the Premier League. Fans familiar with Price of Passion would know that the reward is totally worth the effort to demonstrate how far one would go in the name of football.

Just ask ‘Price of Passion 1’ winner, Low Kah Wai. The 23-year-old Arsenal fan boldly took on the challenge and successfully fulfilled his pledge. As a result, he scored an all-expenses-paid trip for two from Carlsberg to watch his favourite BPL team, the Gunners, in action at Old Trafford against Manchester United.

Low said, “It was truly an awesome experience. We were picked up by a friendly Carlsberg brand ambassador at the airport, chauffeured to a trendy hotel in the city and served meals fit for football legends. Being escorted every step of the way made us feel like stars or Hollywood celebrities, it was an experience fit for a VIP. The challenge that I took on for my favourite team was well worth it, and Carlsberg made it all possible,” he exclaimed.

In addition to the launch of ‘Price of Passion 2’, Carlsberg also gave its fans the opportunity to walk away with exclusive signed Arsenal and Liverpool merchandise. With both football clubs having Carlsberg as their official beer, fans participated and won premium, limited edition merchandise. The sporty ambiance was further enhanced by hearty snacks and ice cold Carlsberg from Malaysia’s most preferred beer brand.

Juliet Yap, Marketing Director of Carlsberg Malaysia, said: “As the official beer of the Premier League, we are privileged to have the rights, access and network that allow us to bring unique experiences to Malaysian fans.‘Price of Passion’ is one way and we will continue to bring Carlsberg and football lovers more memorable and rewarding moments. Our position as the BPL’s official beer allows us to engage with our consumers and share their passion for the beautiful game.”

Carlsberg’s ‘Price of Passion 2’ challenge is open for pledges until February 28, 2014. Participating is as simple as going to Carlsberg’s Facebook page and making a pledge to carry out an act that is testament to a Carlsberg fan’s passion for football. Pledges will also be accepted during Carlsberg viewing parties. Shortlisted fans willthen be assessed by a panel of judges on the creativity and passion of their pledges to determine the second ‘Price of Passion’ winner. The winner will then be asked to fulfil his pledge and before he knows it, will be on his way to the UK for the BPL experience of a lifetime.

For more information on Carlsberg’s ‘Price of Passion 2’ contest, visit www.facebook.com/Carlsberg

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Don your lederhosen or your dirndl as Carlsberg Malaysia has brought Oktoberfest, the world renowned annual Bavarian festival, all the way from Germany to our neighbourhood bars throughout the big cities and small towns in Malaysia, with an endless flow of beer and fun.

Known as the country’s most authentic Oktoberfest celebration, Carlsberg Malaysia Oktoberfest 2013 is a beer extravaganza that offers the most loved beer brand, Carlsberg, as well as three imported Bavarian beer brands, Erdinger, Franziskaner and Lowenbrau, served in a collectible rugged-style stein that customers can take home and add to their collection of the past two years of Carlsberg Malaysia’s Oktoberfest mugs.

Flown in from Germany, a six person Oktoberfest Oom-Pa-Pah band will be belting out traditional Oktoberfest jingles and sounding a 12-foot long alpine horn from Germany to delight the crowd celebrating the merriness of beer festival.

Acclaimed as the first-of-its kind in Malaysia, the long horn has successfully made it into the Malaysian Book of Records as the ‘Longest Carlsberg Malaysia Oktoberfest Longhorn’. Topping the festival off are of course the lovely Carlsberg Dirndl girls, all beautifully decked in traditional Bavarian outfits to perform the witty “chicken dance” along with Oktoberfest revellers.

True to Bavarian tradition, Carlsberg Malaysia Oktoberfest campaign was officiated with the tapping of the ceremonial keg by Managing Director of Carlsberg Malaysia Henrik Juel Andersen, together with the brewer’s subsidiary Luen Heng F&B Sdn Bhd General Manager Kenneth Soh, Vice President, Passenger Cars, Mercedes Benz Malaysia Mr. Kai Schlickum and Ms Joyce Yap, CEO, Retail of Pavilion KL.

After the first keg was tapped, a resounding toot of the 12-foot long horn reverberated across the entire corridor of Pavillion, KL signalling the lovely Dirndl girls to invite beer lovers to show off their moves by performing ‘chicken dance’ and taking part in a range of fun-filled games including hat switching and arm wrestling which are all traditional mainstays of Oktoberfest events.

Andersen said, “Oktoberfest is about bringing people together in the spirit of good cheer and camaraderie while in the midst of enjoying food, music and beer in a responsible manner.”

“Throughout the month-long festival, beer lovers can enjoy the authentic yet uniquely Carlsberg Malaysia experience at selected eight venues nationwide, leading to a massive three-day Grand Finale party galore that will take place exclusively at Old Wing outdoor car park of our Oktoberfest Venue Partner 1 Utama Shopping Centre, Petaling Jaya on October 11th to 13th. These parties come complete with the collectible beer stein, authentic Oktoberfest Oom Pa Pah band, the record breaking 12-foot long horn, Carlsberg Dirndl girls as well as plenty of games and online contests where beer lovers stand a chance to take home more collectible premiums.”

“In addition, we partnered with our customers to co-host smaller parties at 38 western-concept bars and pubs and will be running the Oktoberfest promotion at over 300 outlets nationwide,” he concluded.

Adding to the spirit of Oktoberfest, Carlsberg Malaysia Oktoberfest calls upon beer lovers to take part in Facebook activities, including Snap & Prost!, Shout Out Loud and Dirndl Girl Search to win free rounds of Carlsberg beer and attractive giveaways.

Find out more about Carlsberg Malaysia Oktoberfest campaign, please visit Facebook at www.facebook.com/CarlsbergMalaysiaOktoberfest

Upcoming Carlsberg Malaysia Oktoberfest main parties schedule
03 Oct – Juru Auto City, Penang
04 Oct – Swimming Club, Penang
05 Oct – Movida Giza
11 til 13 Oct – One Utama

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The Barclays Premier League is finally back with Carlsberg as the official beer sponsor for the next three years! Malaysian football fans shall wait no more but fill their weekends with all the thrills, spills and drama that the football championship has to offer. And what better way to enjoy BPL than with a cold Carlsberg in hand?

Known for its passion and long-established association with football, Carlsberg recently launched an integrated BPL 2013/2014 consumer campaign that brings the BPL action from the UK to Malaysia, while at the same time allowing Malaysian fans to experience BPL VIP-style hospitality in the UK. Passionate football and Carlsberg fans will have much to look forward to as the official beer goes all out to elevate the engagement and excitement around BPL to the max!

To kick start the first phase of the campaign, Carlsberg rewards its consumers with limited edition Carlsberg BPL football merchandise at various outlets, eateries, pubs, bars and super/hypermarkets nationwide.

Carlsberg brand ambassadors will make appearances at participating eateries to conduct the Carlsberg BPL Spin & Win contest.  Each spin, based on purchase, offers the opportunity for the consumer to take home limited edition BPL merchandise including jerseys, lighters, umbrellas and more.

That’s not all. Carlsberg, being the beer of choice when it comes to football, is sending avid football fans to experience all-expenses-paid trips to the UK to watch live Premier League matches of their choice. Being the official beer of BPL, Carlsberg has access to all 20 football club stadiums.

Imagine being picked up by a friendly Carlsberg brand ambassador at the airport, chauffeured to a trendy hotel and served a meal fit for a football legend, and get pampered like a VIP for a 3D2N stay in the UK.  You will visit one of the iconic football stadiums and get access to the private Carlsberg VIP Hospitality Lounge where you will not only watch a football match in style but, if luck is on your side, also have the opportunity to meet your favourite football player or a living legend over a Carlsberg!

Carlsberg can turn your dream into reality. As the one and only premier beer of the Premier League, Carlsberg is offering trips with special VIP privileges and a money-can’t-buy football experience.

One way to win the trip is to participate in the ‘Price for Passion’ Facebook contest that challenges football fans to prove how far they would go to score this once-in-a-lifetime experience. Even if you don’t score the trip, authentic BPL merchandise including signed jerseys by a football star of one’s choice are also up for grabs. Be bold and visit www.facebook.com/Carlsberg to pledge your “price”.  In addition, you can also try to win this ultimate experience via exclusive contests in selected newspapers. Do check out the football column of your local dailies!

“Carlsberg’s BPL campaign is bringing Malaysians a first-of-its-kind ultimate Premier League experience that is unlike any other in town. Being the official beer, Carlsberg has the rights, access and network in rewarding our consumers via a nine-month long consumer and fan engagement campaign,” Carlsberg Malaysia Managing Director Henrik Andersen explained.

Andersen added that football and beer go hand in hand and Carlsberg is the only beer brand worldwide that has enjoyed such a long and illustrious heritage in the sport. “Together with our consumers, we celebrate our latest milestone as official beer of the BPL, in addition to our other international football sponsorships such as official beer in UEFA EURO Championship, official beer for Liverpool FC for 21 consecutive years, official beer of Arsenal FC and Team England.”

Carlsberg will also be holding football viewing parties at selected locations nationwide throughout the season. At these viewing parties, football fans will not only get to enjoy the clash of top clubs in high definition but will also have the opportunity to win more BPL collectibles.

The launch of the Carlsberg BPL consumer campaign was held in a classic English pub setting of the COBRA Club that was given a touch of BPL hospitality. The pub was given a makeover with iconic elements found in the VIP hospitality lounge of some of the top flight Premier League Clubs. These include a replica of the Liverpool Legends mural created by renowned Japanese graffiti artist, Dragon 76, and the long bar in the Carlsberg Lounge at Anfield, the home of Liverpool Football Club. In addition, there is also an Arsenal wall showcasing the illustrious history of the Gunners. A part of the pub was also turned into a BPL gallery, complete with authentic BPL paraphernalia.

For more information on Carlsberg’s BPL viewing parties and other activities, visit www.facebook.com/Carlsberg

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Mere hours to go and the anticipation for Where’s the Party? 2013 is rising to feverish levels. And just when we thought we could wait no longer, Carlsberg at long last revealed the ‘meeting point’ for WTP 2013. Granted it is only the location of a car park, but after months of speculation and wild guesses, this kernel of information is like a soothing balm for tortured imaginations, including the one belonging to yours truly.

We have been bold and willingly taken on the challenge of the Carlsberg WTP. And now our journey to the ultimate party experience will begin this Saturday at the car park of Malaysia Agro Exposition Park in Serdang. And then we’re headed for somewhere in the Klang Valley!

All other information still remains unknown, asides from the dress code. For those of you still in the dark about what to wear, we suggest you rock the night away in casual wear. Keep it comfortable is our advice if you’ve been to any of the past WTPs. After a long night of partying, taxis will be available on standby for hire to get partygoes safely home. These juicy little morsels of info are all we’re getting to satiate our curiosity for now.

So, what could be in store for us? An unexpected theme? Check. An awesome setting? Check. Like-minded pleasure seekers to mingle with? Check. Another epic experience in the iconic WTP series? Check. Ice cold Carlsberg? Check.

What more can we say? Facebook and Instagram contests have come and gone, teaser parties have been held, and the roving WTP crew has made its rounds. Now we patiently wait for a few more hours.

By the way, if you haven’t gotten your hands on an invite to WTP 2013 by now, the only thing you can do is hunt down a friend who has one. You won’t gain entry if you are not among the chosen ones!

See you Saturday!

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